Stop & Shop / GMD 2009

2 Fall Baking Key Messages Fall Baking is a $6M category at Stop & Shop / GMD, with solid growth of 5% in 2008 and expected momentum in 2009 –Fall Baking Giant MD 8/28-1/7/10 –Fall Baking Stop & Shop 10/2-1/7/10 Incremental Merchandising Vehicles will deliver increased retail sales & profits through unit conversion at 2/$5 (Chips), 2/$6 (Cocoa) Hershey Retail Execution will WIN the Fall Baking Season! –Stop & Shop / GMD National Marketing Fall Baking Contest leading to increased baking takeaway

3 Fall Baking Merchandising Vehicles Overview: Stores will be receiving distributions for the fall baking season of our Hershey Cocoa Shipper along with Reese PBC Baking Chip DRC Both Stop & Shop and Giant MD will have placement of the “Baking Barge” in all stores to support fall baking sales results –Our Hershey Cocoa Can along with Reese Baking Chips should be cut and tagged on all Baking Barge Displays –There is not set POG for the Baking Barge Display in store..Leverage coverage to increase share on display Manual order additional Hershey Baking SKU’s in order to gain secondary placement of a Hershey Baking Corrugated Shelving Display

HERSHEY’S KISSES Baking QTR MOD Qtr Modules will/have been sent out to selected stores in support of our Fall Baking and Holiday Packaged Candy events (store list attached) HERSHEY’S Kisses Baking Qtr Mod 180ct

5 November 15, 2009 FSI will drive baking chips sales leading into the busy Thanksgiving holiday Save $1.00 off any 3 bags of HERSHEY’S Baking Chips Half page, 40M circulation Offer and image subject to change VOID

6 National Baking Tearpads offer baking recipes and promote purchases of other baking ingredients Baking Chips HERSHEY’S Cocoa HERSHEY’S Syrup Coupon – Get a FREE HERSHEY’S baking calendar by mail with purchase of any 4 baking items (chips, cocoa, chocolate) Coupon – Get $1.50 off an 8oz can of HERSHEY’S Cocoa with the purchase of any 3 bags of baking chips Coupon – Get a FREE bottle of HERSHEY’S Syrup with the purchase of 4 bags of baking chips Place Hershey Tearpads on shelf along with secondary displays in order to increase consumer takeaway and build bigger shopping baskets!

7 Stop & Shop / GMD “National Marketing Baking Contest” 11/9-12/6 Program The #1 Best Selling Baking Cocoa our “Hershey’s Unsweetened Cocoa Can” will be part of National Marketing Contest

8 Retails and Margins for Fall Baking Chips/Cocoa Fall Baking Chips 2009 Cost Scan (8/28-1/7 G, 10/2 S) Net Cost VIP Fall Baking Retail Margin $1.95 $.20 $1.75 2/$5 30% Merchandising: 1.Baking Barge (Stop & Shop / GMD) 2.DRC’s 3.Hershey Corrugated Shelving Displays Fall Baking Cocoa 2009 Cost Scan (8/28-1/7 G, 10/2 S) Net Cost VIP Fall Baking Retail Margin $2.33 $.20 $2.13 2/$6 30% Requested Merchandising: 1.Baking Barge (Stop & Shop / GMD) 2.Cocoa Shipper 3.Hershey Corrugated Shelving Displays

9 Baking Season is Here! Sell Sheet Quantity: _________ Quantity: _________ Quantity: _________ Quantity: _________

10 Ingredients for Hershey’s Baking Display Sell Sheet 4 Cases Heath Baking Pieces 4 Cases Hershey’s Milk Chocolate Chips 4 Cases Hershey’s Semi Sweet Chips 2 Cases Hershey’s Silver Kisses 1 Corrugated Display Unit 2 Baking Tear Pads (Consumer Savings)